An analysis of ~600 baskets containing at least one Back-to-School item across U.S. general retailers during July–August 2026.
Share of BTS baskets that also contained each category.
Categories can overlap, as a single basket can contain products from multiple categories, so the percentages do not add up to 100%.
The most common category alongside BTS items was Personal Care & Beauty, appearing in 38.4% of baskets. Oral care, kids' body wash and hair care, hand sanitizer and wipes, sunscreen and travel-size toiletries all feature alongside school supplies — pointing to a broader “new school year, new routine” shopping moment.
Beverages, Snacks & Candy, and Household & Cleaning each appear in roughly a third of baskets, reinforcing that Back-to-School purchases often sit within a broader weekly household shop rather than a dedicated school-supplies run.
The baskets also span other household needs. Baby & Infant products appear in 14.6% of baskets, while Toys & Games appear in 10.1%. It's a reminder that a Back-to-School basket can contain products from very different parts of the household at the same time.
The mix also shifts across the season. Clothing peaked in late July, reaching 19.2% of BTS baskets in one week, before falling to just 2.1% by mid-to-late August. The clothing was mainly kids' everyday items — tees, socks, underwear multipacks and footwear. This suggests that clothing purchases may be concentrated earlier in the BTS period, before the focus shifts more heavily toward school supplies.
The Back-to-School moment is less a single shopping mission and more a broader household preparation period — school supplies alongside kids' clothing, personal care and everyday grocery purchases, creating opportunities for brands well beyond the traditional BTS aisle.
Based on an analysis of ~600 baskets containing at least one Back-to-School item across U.S. general retailers during July–August 2026.
BTS items = core school supplies, stationery and paper products, school bags and backpacks, lunch containers, desk/classroom items, and school-related tech.